Uplatňování marketingu ve stavebnictví – Bc. Magdaléna Rybáková
Bc. Magdaléna Rybáková
Master's thesis
Uplatňování marketingu ve stavebnictví
The application of marketing in the construction industry
Abstract:
Tématem mé diplomové práce je analýza integrované marketingové komunikace vybraných subjektů, které působí ve stavebnictví. V první části mé práce jsem se soustředila na proces vývoje integrované marketingové komunikace, jejích výhod a nevýhod, její podstaty a nástrojů, které jsou používány v praxi. V druhé části mé práce jsem analyzovala a komparovala realizované aktivity společností Metrostav a.s …moreAbstract:
The topic of my thesis is an analysis of integrated marketing communications of selected entities operating in the construction industry. In the first part of my work I focused on the process of developing integrated marketing communication, its advantages and disadvantages, its nature and the tools that are used in practice. In the second part of my work I analyzed and compared the activities implemented …moreKeywords
Integrovaná marketingová komunikace Reklama Direct marketing Podpora prodeje Public relations Osobní prodej Sponzoring Online komunikace Sociální média Stavebnictví Integrated marketing communications Advertising Sales promotion Personal selling Sponsoring Online communications Social Media Construction industry
Language used: Czech
Date on which the thesis was submitted / produced: 13. 4. 2016
Identifier:
https://is.vsfs.cz/th/o89cu/
Thesis defence
- Date of defence: 14. 6. 2016
- Supervisor: Ing. Vilém Kunz, Ph.D.
- Reader: Mgr. Michal Tomčík, PhD.
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- no one
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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